Productivity isn’t lost in the store. It’s lost on the way to the store.
Here are the nine most common routing mistakes that hurt field performance — and the exact fixes high-performing teams use to eliminate them.
1. Treating All Stores the Same
Some stores generate far more value than others.
If reps treat every location equally, they over-visit low-value stores and neglect high-impact ones.
Fix:
Prioritize based on:
- Sales potential
- Compliance history
- Category importance
- Competitive pressure
- Visit frequency requirements
Smart routing ranks stores by business value, not distance.
2. Planning Routes Only by Geography
Most reps default to “what’s closest?” instead of “what matters most today?”
This leads to wasted time and missed execution windows.
Fix:
Plan routes using:
- Due status
- Store hours
- Appointment times
- Task urgency
- Priority rules
Geography should be the last layer applied — not the first.
3. Ignoring Store Operating Hours & Manager Availability
A rep might arrive on time… only to find the decision-maker unavailable.
This kills negotiation opportunities and wastes a visit.
Fix:
Align routes around:
- Manager schedules
- Receiving times
- Peak/slow periods
- Store operational rules
Shelf-influencing visits must happen when decision-makers are present.
4. Not Accounting for Actual Visit Duration
Every store takes a different amount of time.
When reps underestimate or misjudge duration, the rest of the day collapses.
Fix:
Track historic visit duration per store and build it into the plan.
This creates:
- Accurate day planning
- Balanced workloads
- Predictable execution
5. Failing to Adapt When the Day Changes
Construction, traffic, last-minute calls — a rep’s day never goes exactly as planned.
Reps adjusting manually often make rushed, low-quality decisions.
Fix:
Use dynamic routing that recalculates automatically when:
- A visit runs long
- A store becomes unavailable
- A task takes extra time
- An urgent request appears
One delay should never derail an entire day.
6. Leaving Tasks Unplanned or Random
When tasks aren’t woven into the route:
- Reps rush
- Work is incomplete
- Backtracking increases
- Execution becomes inconsistent
Fix:
Integrate tasks into the daily plan.
Push priorities so reps aren’t improvising.
Well-structured tasks reduce rushing and keep reps focused on business objectives — not speed.
7. Skipping Photo Requirements
Without clear photo expectations, reps deliver:
- Too few photos
- Wrong angles
- Incomplete evidence
- Missing compliance documentation
Fix:
Set specific photo requirements:
- Shelf facings
- Displays
- Competitor presence
- Promo blocks
- Price tags
Photos must be defined before the rep leaves the house.
8. Not Accounting for Competitive Activity
Competitors expand quietly.
If competitor-sensitive stores aren’t visited often enough, shelf position erodes without warning.
Fix:
Tag stores with:
- High competitive risk
- Frequent resets
- Known aggressive categories
Route them with higher frequency and mandatory photo capture.
9. Relying on Reps’ Memory Instead of System Logic
Even the best reps rely heavily on memory:
- What’s overdue?
- What’s urgent?
- What needs checking?
- What was promised last visit?
Memory creates inconsistency, and inconsistency kills productivity.
Fix:
Use logic-based automation that:
- Tracks due dates
- Controls visit order
- Flags overdue locations
- Pushes daily priorities
- Defines task requirements
Reps should execute — not guess.
⭐ The Reality: Reps Cannot Fix Systemic Routing Problems
In sales meetings, every rep says they can deliver the best results — and many truly want to.
But the truth is simple:
These nine routing errors are not personal performance issues.
They are system issues, and no rep — no matter how talented or motivated — can overcome them alone.
When the system is flawed:
- Reps operate blindly
- Decisions happen under pressure
- Guesswork replaces strategy
- Coverage becomes inconsistent
- Productivity hits a ceiling
Only a strong routing system can remove these limitations and guide reps with clear, predictable, business-driven priorities.
Conclusion
Routing mistakes don’t just waste time — they cost sales, reduce coverage, frustrate reps, and weaken execution.
High-performing teams eliminate these gaps by using:
- Priority-based routing
- Dynamic adjustments
- Integrated tasks
- Defined photo requirements
- Visit duration intelligence
- Decision-maker timing logic
With better routing, reps execute with clarity and confidence — and productivity rises immediately.
